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20121002
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are some sort of discipline testing so the smart campaigns you know and the obama campaign is emblematic of this basically thinking of almost everything the campaign does this somehow formed by data but you know, you get down to the state-level campaigns and they definitely are having you know people who are voter file managers who are doing the data and targeting people who are doing the data. you get up to the presidential campaign and one of the things, after they won the nomination built what they call the data science team and increasingly that sort of function is becoming a core function of the campaign. it used to be that there were lists for fundraising or voter list and you could buy them from vendors or consultants and now, you know, basically it's a core function of a modern campaign to have people especially on the voter side just crunching and processing data. >> host: if any of us were to go into the romney campaign are the obama campaign and we were to look around the headquarters how many people -- is there a lot of young staff? what does it look like? >> guest: chicago d
the obama campaign helps give the democrats a major advantage and in the 08 campaign, as i write about in the book come this is an exceptional experience, it is partly because of the long prairie. he is in the stuff that so many of the people on the campaign came into contact with pretty sophisticated tools and in politics, and a lot of those states who are a field director and using the slowly advanced data in 2008 went out and went to state parties or labor unions or institutions on the left and there's a sort of pollination that is taking place that i think a little more active on the democratic side right now than on the republican side. .. and the ore opponents by using data. but there are scrambling to sort of build anything approaching the scaling of the obama campaign and anything approaching l am ambition of the obama campaign. types you can solve in six months are going to be smaller than what you can solve in four years. >> host: doipg you the campaign is going to rely more on messaging or on the targeting techniques. what is is the mix? did does message still matter. is it
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